About this role

Job Purpose/Background:

We are seeking a Vice President to lead End-Investor Marketing Campaigns for iShares, with a particular focus on Germany and education across the region. As part of the EMEA Brand, Campaigns & Media team, you will be responsible for driving brand awareness, consideration, and preference for iShares across Europe. This role involves leading the creation and execution of paid and owned content strategies that resonate with end-investors, ensuring effective, data-driven campaign delivery across digital and traditional platforms.

In this key leadership role, you will lead a small team (with two direct reports) and work closely with a diverse range of internal partners, including research, media, global brand, digital, local market managers (with a primary focus on Germany), sales, corporate communications, and compliance. You will also manage external agencies to deliver innovative, data-driven marketing campaigns that are fully aligned with our brand vision and strategic business objectives.

• Campaign Leadership: Lead the development and execution of a multi-channel paid media marketing campaign for the iShares brand in Germany, with investment education initiatives across the broader EMEA region.
• Team & Project Management: Manage a small, agile team responsible for executing campaigns, ensuring effective collaboration across functions in a fast-paced, dynamic environment.
• Content Creation: Manage the development compelling advertising and educational content, spanning social media (Instagram, TikTok), video platforms (YouTube, programmatic), paid search, native advertising, and more.
• Cross-Channel Optimisation: Ensure content is optimised for diverse marketing channels, focusing on strong copywriting, design integrity, and alignment with iShares' brand identity.
• Brand Consistency: Champion iShares' brand design principles, ensuring consistent visuals, tone of voice, and brand messaging across all content.
• Agency Management: Oversee relationships with key advertising and social media agencies (e.g., Pulse, Mother), ensuring high-quality campaign execution.
• Media Strategy & Partnerships: Work closely with the BlackRock media team and agency partners (Mindshare) to develop data-driven media plans, ensuring alignment with campaign objectives.
• Localisation & Market Focus: Partner with local marketing managers, especially in Germany, to adapt and scale campaign assets, ensuring local market relevance while meeting regional placement needs.
• Data-Driven Optimisation: Use data and analytics to measure campaign performance, making informed decisions to optimise strategies for maximum ROI and brand impact.
• Stakeholder Communication: Effectively communicate campaign strategies, progress, and results to a wide range of internal and external stakeholders.

• ~7+ years of marketing experience, preferably in financial services or another regulated industry, though candidates with relevant campaign experience from other sectors are also encouraged to apply.
• Exceptional project management skills, with a proven ability to manage multiple campaigns across various marketing channels while working effectively in a matrix organization.
• Strong relationship-building skills, with the ability to foster and maintain collaborative partnerships with internal teams, external agencies, and local market managers.
• Excellent communication and presentation abilities, with a thorough understanding of content compliance, working in close coordination with legal and compliance teams.
• Knowledge of financial markets, ETFs, and investment products is a plus, offering an advantage in developing industry-specific content.
• While German language skills and cultural awareness are not mandatory, they are highly beneficial for success in this role, particularly given the focus on the German market.

• Social Media & Advertising Expertise: Deep understanding of social media platforms (Instagram, TikTok, YouTube, LinkedIn) with proven experience in creating engaging and platform-optimised content that resonates with retail investors. Experience working on ATL advertising including OOH and audio with TV experience a bonus.
• Video: Strong experience developing video content for social media.
• Quick Learner: Ability to quickly adapt to new platforms, tools, and trends, staying ahead of changes in social media and digital marketing.
• Creative Storyteller: A creative thinker with the ability to translate complex financial concepts into visually compelling and shareable content across social media channels.
• Strong Eye for Design: Attention to detail in both visual identity and brand consistency, ensuring all content aligns with iShares' tone and design principles.
• Data-Driven: Proficient in using social media analytics to evaluate content performance, with the ability to optimise and adapt strategies based on data-driven insights.
• Leadership & Collaboration: Demonstrated leadership ability to manage a team and work cross-functionally to develop and execute social-first campaigns.
• Relationship-Driven: Able to build and maintain strong relationships with internal teams, external agencies, and influencers to maximise campaign impact on social platforms.
• Self-Motivated & Collaborative: Capable of working independently while also being a strong team player in a large, international matrix organization.